Compelling product naming: The formula to naming your product

A product name can make or break your product. It’s so much more than just a label; it’s the first impression, the essence of your brand and a crucial factor in consumer decision-making. 

Research indicates that 77% of consumers make purchases based on a brand name alone, highlighting the significant impact a well-crafted name can have on your product’s success. On top of that, a study by Crowdspring found that 60% of consumers avoid products with unappealing names, underscoring the importance of getting it right. 

In this article, I’ll delve into the art and science of product naming, providing actionable tips and insights to help you create names that resonate, stand out and drive sales.

What’s in a name? Creating an effective product name is essential for capturing consumer attention as well as conveying the product's value. After all, other than its design, it’s the first thing that you register and think of after first seeing or hearing of the product. 

While there are many components that go into a product name, here’s several key criteria for a good product name, along with some well-known examples:

1. Memorability: A good product name should be easy to remember and recall. It often sticks in the mind due to its uniqueness or simplicity. For example, Nike Air Jordan. Its name is short and distinctive, making it easy to recall.

2. Pronounceability: A name that is easy to pronounce ensures that consumers can talk about it without difficulty. Like Google, for example, which is simple and easy to pronounce in many languages.

3. Relevance: The name should reflect the product's essence, function, or benefit. Dropbox is a good example of this, as it clearly suggests a place to "drop" files and documents.

4. Uniqueness: It should stand out from competitors, avoiding generic terms that blend in with other products. Like Tesla Model Y, for example, which is both short and distinctive, but is also named after the inventor Nikola Tesla, making it stand out in the automotive industry.

5. Scalability: The name should be adaptable for future products and expansions. Amazon is a good example here. Initially an online bookstore, the name is versatile enough to cover its expansion into a vast array of products and services.

6. Positive connotations: A good product name should evoke positive emotions or associations, avoiding negative or controversial meanings. Whole Foods is a great example of this, with its name implying wholesomeness and healthiness.

7. Trademark availability: It’s also important that the name can be legally protected and isn’t already in use by another company in the same industry. Slack did a great job of this, with their name being short and sweet, but a fun fact is that it stands for “Searchable Log of All Communication and Knowledge,” making it distinct and trademarkable while still making sense for the product.

8. Cultural sensitivity: Finally, ensure the name does not have negative meanings in different languages or cultures (don’t fall victim to the Chevy Nova fable!). Lego, for example, is derived from the Danish phrase “leg godt,” meaning “play well.” It’s positive and relevant across cultures.

By keeping these criteria top-of-mind, companies can develop product names that not only attract and retain customer attention but also support brand growth and recognition.

Naming a product is a strategic process that involves creativity, consumer research and testing. Here’s a detailed guide to help you develop a compelling product name:

Step 1: Define your product’s identity

• Understand your product: Know the product’s features, benefits and unique selling points.

• Identify your target audience: Determine who will use the product and what appeals to them.

• Clarify your brand positioning: Align the product name with your overall brand values and market positioning.

Step 2: Brainstorm ideas

• Gather a team: Involve a diverse group of people from different departments for varied perspectives.

• Use creative techniques:

  • Mind mapping: Start with a central idea and branch out with related terms.

  • Word association: Write down any words that come to mind when thinking about the product.

  • Free writing: Write continuously for a set period to generate ideas without filtering.

  • Synonym search: Find alternative words related to your product.

Step 3: Shortlist potential names

• List your favorites: Select the most promising names from your brainstorming session.

• Evaluate each name:

  • Memorability: Is the name easy to remember?

  • Pronounceability: Is it easy to pronounce?

  • Relevance: Does it convey the product’s essence?

  • Uniqueness: Does it stand out from competitors?

Step 4: Conduct preliminary checks

• Search for existing uses: Make sure the name isn’t already in use within your industry.

• Check domain availability: Verify if the corresponding domain name is available for your website.

• Social media handles: Check if the name can be used consistently across social media platforms.

Step 5: Test your names

• Conduct market research:

  • Online consumer surveys: Run surveys with your target consumer to get their opinions (perhaps the most important opinion to get) on the names.

  • Focus groups: Present the shortlisted names to potential customers and gather feedback.

• A/B testing: Test the names in a controlled environment, such as a landing page or social media ad, to see which performs best.

Step 6: Ensure legal availability

• Trademark search: Perform a thorough trademark search to ensure the name can be legally protected.

• Consult a trademark attorney: Get professional advice to confirm that the name is legally available and protectable.

Step 7: Finalize the name

• Evaluate finalists: Review consumer feedback and data from testing to make an informed decision.

• Select the name: Choose the name that best meets all criteria and aligns with your brand strategy.

Step 8: Register and protect the name

• Register the trademark: File for a trademark to protect your product name legally.

• Secure domain and handles: Register the domain name and social media handles to ensure consistency and prevent others from using them.

Step 9: Plan the launch

• Create a launch strategy: Plan how you will introduce the product name to the market.

• Develop marketing materials: Ensure all marketing materials, including packaging, advertisements, and website content reflect the new product name.

By following these steps, you can create a product name that is memorable, relevant and legally protectable, ensuring it makes a strong impact in the market.

So with all that information to mull over, is there a formula to follow to make the product naming process easier? I’ve created one for you to help you get started, but before we get to the formula, let’s go over some of the best product names to see the common components. 

Analysis of the best product names

1. Apple iPhone

   • Identity: Reflects innovation and user-friendly technology.

   • Memorability: Simple and combines the familiar "i" prefix with "Phone."

   • Relevance: "Phone" directly indicates it’s a phone; "i" suggests personal tech (integrated with the Apple brand).

   • Uniqueness: Distinctive in its combination.

2. Nike Air Jordan’s

   • Identity: Conveys triumph and excellence in sports.

   • Memorability: Short, easy to remember and pronounce.

   • Relevance: Named after the Greek goddess of victory, symbolizing success, as well as basketball legend, Michael Jordan. 

   • Uniqueness: Unique and powerful connotation.

3. Google Search

   • Identity: Reflects vast amounts of information.

   • Memorability: Playful and easy to remember.

   • Relevance: Derived from "googol," implying large scale.

   • Uniqueness: Very distinctive and playful.

4. Amazon

   • Identity: Vast selection and scale.

   • Memorability: Simple, evokes imagery of the vast Amazon rainforest.

   • Relevance: Implies a large, diverse selection.

   • Uniqueness: Unique and fitting for a global retailer.

5. Coca-Cola

   • Identity: Refreshing beverage with a rich history.

   • Memorability: Rhythmic and catchy.

   • Relevance: Named after original ingredients.

   • Uniqueness: Unique sound and combination of words.

The formula for a great product name

Based on these analyses, we can distill the formula for a great product name into the following components:

1. Identity: Reflects the core values and purpose of the product.

2. Memorability: Easy to remember and pronounce.

3. Relevance: Clearly relates to the product's function or benefit.

4. Uniqueness: Stands out from competitors and has distinctive qualities.

[Identity] + [Memorability] + [Relevance] + [Uniqueness] = Great product name

Applying the formula

Let's break it down into steps:

1. Identity: Identify the product's core values and purpose.

2. Memorability: Ensure the name is easy to remember and pronounce.

3. Relevance: Make sure the name clearly relates to the product's function or benefits.

4. Uniqueness: Choose a name that stands out from the competition.

Example application

Suppose you are naming a new smart home assistant, here’s an example of how you could break the formula components down.

1. Identity: The product aims to simplify home automation and personal assistance.

2. Memorability: The name should be short and easy to recall.

3. Relevance: The name should imply assistance and intelligence.

4. Uniqueness: The name should be distinctive in the smart home market.

Name option examples:

• SmartEase (Identity: Ease of use, Memorable, Relevant: Smart assistant, Unique)

• HomeGenie (Identity: Home assistant, Memorable, Relevant: Genie implies assistance, Unique)

• AssistIQ (Identity: Intelligent assistance, Memorable, Relevant: Assist and IQ, Unique)

By following this formula and ensuring each component is addressed, you can create a compelling and effective product name.

Tips for creating a good product name

In addition to what’s been discussed above to create a winning product naming formula, there’s a few other things to keep in mind when deciding on your product name to ensure it resonates with consumers. 

1. Emotional appeal:

Consider choosing a name that evokes positive emotions or feelings in your target audience. Think about how the name makes people feel. Does it convey happiness, security, excitement or trust? Emotional connections can significantly enhance brand loyalty and recall with your target consumers.

Example: Lush evokes a sense of luxury and indulgence in its bath and body products.

1. Storytelling potential:

Select a name that can be part of a larger narrative about your product or brand. Can the name be incorporated into a compelling story or marketing campaign? A name that tells a story can be more engaging and memorable.

Example: Starbucks is named after a character in "Moby-Dick" and evokes the romance of the high seas and the quest for the finest coffee.

1. Adaptability:

Ensure the name is flexible enough to adapt to new markets, languages, and future product lines. Think about how the name will translate in different languages and cultures. Ensure it doesn’t have unintended negative connotations in other markets.

Example: Sony is short, easily pronounceable worldwide, and adaptable to various product categories.

1. Descriptive yet imaginative:

Strive for a balance between being descriptive and imaginative. The name should hint at the product's function while sparking curiosity. Avoid overly technical or bland names that might not captivate the audience’s interest. Use metaphors, puns, or playful elements.

Example: Red Bull implies energy and power (like a bull) while also being imaginative and intriguing.

1. Visual potential:

Choose a name that lends itself well to visual branding and logo design. Think about how the name will look on packaging, advertisements, and merchandise. A name with strong visual potential can enhance brand recognition.

Example: Twitter is short, easy to incorporate into a bird logo, and visually evocative of short, quick messages (like birds tweeting).

Other aspects to consider

• Longevity: Think about the long-term relevance of the name. Avoid trends or slang that may become outdated quickly. The name should be timeless and maintain its appeal as the product evolves.

• SEO and searchability: Consider how the name will perform in online searches. Unique, yet simple names can improve search engine optimization (SEO) and make it easier for customers to find your product online.

• Cross-channel consistency: Ensure the name works well across various marketing channels, including social media, print and digital platforms. Consistency in how the name is used and presented can strengthen brand recognition.

By incorporating these additional tips and considerations, you can create a product name that is not only effective but also versatile, engaging and enduring.

If you’d like to learn more about how Zappi can help you create products (and product names) that people love, reach out to us.